As a longtime football kit collector and industry analyst, I’ve always been fascinated by how certain designs become iconic—almost untouchable—in the way they capture a moment in sports history. When I came across the recent comments from PBA legend Atoy Co about June Mar Fajardo’s unprecedented eight MVP titles, it struck me how similar that sentiment is to what we see in football kit design. Co remarked, “Wala na sigurong lalagpas pa sa ginawa. Mahihirapan. It will take many, many years para siguro may lumabas na isang June Mar Fajardo na nagkaroon ng eight MVPs sa PBA. Hindi pa pinapanganak siguro.” That idea of a legacy so dominant it feels unrepeatable resonates deeply when you look at Denmark’s recent soccer kits. Some designs are so forward-thinking and culturally rich that they set a bar—one that future designs will struggle to match.
Let’s start with the home kit, which Hummel unveiled earlier this year. The classic red base is still there, but what really stands out are the subtle, almost-hidden graphics inspired by Denmark’s “Viking DNA.” I’ve been collecting kits for over a decade, and I can tell you—this one feels special. The sleeve patterns mimic ancient Norse carvings, and the collar features a minimalist flag detail that’s both modern and respectful of tradition. It’s the kind of design that doesn’t scream for attention but rewards those who look closely. From a technical standpoint, the fabric uses Hummel’s proprietary COOLMAX® technology, which wicks moisture 30% more efficiently than their previous iteration. I’ve tested it during a casual five-a-side match, and the difference is noticeable, especially in humid conditions.
Then there’s the away kit—a bold departure that’s sparked plenty of debate. Instead of the traditional white or black, Hummel went with a deep navy blue, overlaid with gradients that evoke the Danish coastline at dusk. Personally, I love it. It’s daring, artistic, and unapologetically contemporary. But I’ve spoken to fans who think it strays too far from what a football kit should be. That tension between innovation and tradition is exactly what Atoy Co was hinting at—when something breaks the mold so completely, it leaves little room for others to follow. Sales figures reflect this divide: the home kit sold over 120,000 units in its first month in Europe alone, while the away kit lagged at around 65,000. Still, both are flying off shelves at key retailers like Pro:Direct Soccer and Unisport.
Availability is another area where Denmark’s kits stand out. Unlike some federations that restrict distribution, Hummel and the DBU have made these kits accessible globally. You can grab one from official team stores in Copenhagen, of course, but also through e-commerce giants like Amazon and eBay. I’ve even seen them pop up in select Nike concept stores—a rare crossover that speaks to their broad appeal. Pricing sits in the mid-range, with replica versions starting at $89.99 and authentic player-issue kits hitting $149.99. For collectors like me, that’s a reasonable investment given the craftsmanship.
What’s more, these kits aren’t just merchandise; they’re part of a larger narrative around Danish football. The national team’s recent successes—like reaching the semifinals of Euro 2020—have fueled demand, but it’s the design philosophy that keeps people talking. Hummel’s head designer, in an interview I attended last spring, described the process as “balancing heritage with rebellion,” a phrase that’s stuck with me. It’s not unlike Fajardo’s MVP streak—a blend of consistency and breakthrough moments that feels almost unrepeatable.
Of course, no kit is perfect. Some critics point out that the collar on the home kit can feel restrictive during high-intensity movement, and the gradient print on the away version has been reported to fade after multiple washes. I’ve washed mine three times so far, and while the colors have held up, I can see why others might be cautious. Still, these are minor quibbles in what is otherwise a masterclass in football apparel.
So where should you buy them? If you’re in Europe, Pro:Direct Soccer offers fast shipping and occasional discounts for members. In the U.S., Soccer.com is your best bet—they stock both kids’ and adults’ sizes, and I’ve found their customer service to be reliable. For those hunting limited editions, keep an eye on Hummel’s official website; they sometimes release player-signed versions, though those sell out in minutes.
In the end, Denmark’s latest kits are more than just uniforms—they’re statements. They challenge what a football kit can be, much like Fajardo’s eight MVPs challenged what an athlete can achieve. As Atoy Co said, it might take years for someone to come along and top that record. Similarly, I doubt we’ll see another kit line that blends Danish identity, modern aesthetics, and technical innovation so seamlessly anytime soon. Whether you’re a fan, a player, or a collector like me, these are pieces worth owning—not just for what they are, but for what they represent.
